Close this search box. overhauls website and optimizes for mobile in response to direct customer feedback

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Following its recent acquisition by, one of the UK’s largest online retailer of contact lenses, has rebranded and overhauled its website with a host of new features in response to direct feedback from its customers – not least optimizing for mobile.

With some 27% of customers coming from a smartphone and 17% from tablets, wanted to ensure its customers were happy with the new visual aesthetics of the site as well as the customer experience it provides and following a survey of over 1,000 customers they have implemented a raft of changes, lead by mobile optimization. Oh and the avoidance of the colour red: a no-no with contact wearers, the research suggests.

The company has removed all pop-ups from the version of the site that appears on mobile and the company says that customers can still complete a five second purchased via mobile, just as the company has been famed for providing with the traditional website.

Across all channels, the new website has a faster checkout option with guest as standard. This now reduces the number of steps for ordering down from five to three.

One of the largest changes under the rebranding is the new Vision Direct logo. When customers were shown the original logo, another option and the new logo, 85% of those surveyed ranked the new logo either their first or second favourite.

Ashley Mealor, Group Marketing Director at commented on the amends, explains: “ is the most well-recognised online brand in this sector with 49% of contact lens wearers knowing who we are. However recent research showed that our customers weren’t enjoying the best online shopping experience possible and so we went directly to the source to hear exactly what customers want. We are confident these new changes will have a significant impact on our current customers as well as attracting new customers so that we can continue to help the Vision Direct brand grow”. will continue to work with its customers on a regular basis to test, adapt and develop the website and every aspect of the business to ensure it provides the best possible customer service and user experience.

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